What do women want?
According to dwp’s global research, if you ask business women from every nation about their hotel experiences while on the road, it is a question that has often been ignored. But now Hospitality Designers are not only listening but answering with a few creative twists…
Female business travellers are on the rise.
According to Skift, women influence 85% of purchasing decisions, are high-tech, connected, social and represent 58% of online sales. So it is only natural that, in order to have the competitive edge, big brand hotels like Marriott, Hyatt, Sofitel and DoubleTree by Hilton, are asking the right questions.
As an international global architecture and design firm, dwp collaborates with our clients to find solutions and create hotel experiences which connect and unlock this female purchasing power. According to our research, what women business travellers want, comes down to a few simple facts:
Security is the biggest concern for female travellers. The design trend that addresses that for luxury Hotel lobbies is flexible-use space. Lounge room designs that allow for personalised, discreet concierge check-ins and (or) online check-ins.
Georgie Kearney, dwp Wellness Architect says: “Through our work, we have found that bathroom design – better lighting and portable mirrors for skin care and makeup application is a big opportunity for improvement. Our research shows us that bathroom lighting is either too harsh or too dim.”
Most hotels are now tapping into smart technology but are these innovative products user-friendly? At dwp we believe in applying navigable technologies that are easily accessible and quickly ‘learnt’ such as electronic/sensor touch pads to collect phone voice-messages, pre-coded personalised music selections, and effortless mood lighting adjustments can enhances the guest experience
WELLBEING, BEAUTY + A LITTLE LUXURY
Optimising experiences that welcome females include access to wellbeing services, women’s beauty amenities, luxurious linens, and designer soft furnishings that make female guests feel at home. Hotels that don’t offer these essentials will start to fall behind as women become more vocal about what they want.
THE FUTURE OF HOTEL BUSINESS
Bobby Ali-Khan, dwp’s Australian regional business development director, says: “While our research shows many hotels already provide exceptional service and amenities, females still have genuine gripes with design fixtures and hotel operations that impact their time and wellbeing. Thoughtful touches such as smaller slippers, lighter bathrobes, complimentary high-power wi-fi, make a huge difference. Female guests tend to be more focused on their own wellbeing and the environment so in-room-yoga mats, non-plastic bottled water and healthy menu options must also be a priority.”
Hilary Spiers, dwp Managing Director, sums it up by saying: “At dwp we collaborate with our luxury hotel clients to lead the way in making their products and services more appealing for their female business travellers. This in turn impacts the bottom line ROI by unlocking female purchasing power.”
For more information please don’t hesitate to contact
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